The moderating effects of exclusive dealing agreements on distributor satisfaction

Abstract

This study explores the effects that exclusive dealing agreements have on distributors' interests and preferences. The research work was conducted in order to examine the moderating effect of these agreements on the overall satisfaction attained by the distributor in the relationship. Three antecedents of the distributor's satisfaction were considered: the supplier's competitive strength, the supplier's attitudes and the economic outcomes achieved by the reseller. Hypotheses are developed and tested in order to observe whether the influence of each of these factors on overall satisfaction changes in the presence of an exclusive dealing agreement. The results show that this vertical restriction mainly affects the relationship between the supplier's attitudes and the distributor's satisfaction.

Keywords:

• Exclusive Dealing
• Vertical Restraints
• Contractual Agreements
• Marketing Channels
• Satisfaction